Dealing with Shopping Cart Abandonment

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Three reasons why abandoned cart emails are beneficial and five ways to limit abandonment!

We might’ve seen shoppers who sweep down all the stuff to their cart on a spree and leaving the shop without purchasing any of it. No difference is an abandoned cart in the online marketplace.

There should be some reason for the last-minute decision. However, in a live shopping scenario, the shop owner has an edge to probe the cause. In contrast, eCommerce shops don’t have such an option but to reach him via mail/message. Nevertheless, the reasons for abandoning the cart either in real shops or online shop is plenty.

Globally, it is reported that  77.13% of carts are abandoned on average. These statistics are kept varying, and seemingly 3 in 4 shoppers tend to leave their shopping cart in 2020. There are a host of reasons for customers leaving the shopping cart.

Due to the plethora of options, customers used to approach eCommerce shops with multiple plans. Some users are for nosing around new offers, some are for window shopping, and others compare the price ranges and much more.

In all its fairness, any engagement of customers is a chance for an eCommerce shop by far. We have to thank the advancement in our data-oriented tech-solutions because your customer recovery email strategy can bring back around 10-15% of users. And this is where abundant cart email comes into play and turns into a beneficial medium to gain business.

In this blog, let’s check how abandoned cart email helps and how to limit cart abandonment.

What are abandoned cart emails?

Abandoned cart emails are a set of triggering messages send out to customers who left their shopping cart without making the purchase. These email sets’ very intriguing purpose is to drive the customers back to the website and complete the purchase.

The common scenarios that users leave the cart unchecked are busy, distraction, price variance, shipping cost, user experience, website navigation issues, confusing checkout process, exchange policies, window shopping, comparison, delivery date, etc.

However, cart abandonment emails can drive them back regardless of these piles of reasons.

These sets of emails can be designed based on the business proposition. Supposedly, a collection of three emails works well, and it is time-tested as well. Also, by analyzing the users’ behavior, Ecommerce shops can personalize the email and make it more experiential.

To illustrate, in light of the number of visits and perchance history of the customer, shops can offers discounts, reviews, and similar products that drive the users back.

Something like this may work better.

[Company Name]

[Product image]

Hi (Name)

You forget to make the purchase!

Hi [Name],

I’m sorry to know that you dropped your cart, and I’ve been trying to connect with you.

You’ve seemed very interested in our [product].

We realize that you are most likely incredibly busy; no need to worry- we’ve saved the items in your cart so you can drop-in to the website and complete your purchase.

Return to your cart now

We would appreciate some indication of your decision either way.

Thank you so much for your attention and participation.


First followup email

Likewise, online shops can make it even more personalized and experiential by adding tempting creative elements. Moreover, shops should sequence the next set of emails based on the response from the first email.

Understanding the mistakes and flaws, the following email sets should be more prompting and be triggering. This will help in many ways to gain an advantage over the business and customer relations.

How abandoned cart email helps business?

Abandoned cart mail happens to be beneficial to online shops in multiple ways. In addition to improves the customer conversion rate, it helps to improve revenue and customer engagement. Primarily, there are three apparent benefits that eCommerce shops can gain from abandoned cart email campaigns.

Improves revenue and conversion rate:

The prime benefit that an abandoned cart email beget a shop is customer recovery and revenue improvement. Thereby online shops can enhance their conversion rate and customer lifetime values as well.

The emails remind the customer about their cart and wish lists and trigger them to make the next move. Moreover, giving some extra personalized offers/discounts motivate the customers to go for a deal.

According to a Brilliance survey, it is found that abandoned cart email recovered 10-30% of customers. Plus, this model, if email strategy helps to gain more in revenue and opens the possibilities to upsell and cross with a personalized experience.

Improves customer relation:

As abandoned cart emails can re-engage with the potential customer, it gives an additional opportunity to improve customer relations. Sending out personalized recommendations and offers can help the shops to build a rapport with the users.

Besides, it will give an improved shopping experience and enhance customer loyalty as well. Customers will get an increasingly higher admiration for getting valued by the shop. This will, in turn, develop trust and reliability towards the shop.

Improves customer experience:

As we have discussed, the reasons for cart abandonment are numerous. Shops can’t identify it unless it is gathered and analyzed by the customer. Hence abandon cart emails are the most trusted way to determine where the problem is.

eCommerce shops can gather the data by different strategical measures such as short surveys, rating charts, and contacting them. Plus, offering personalized solution and answers help to ensure an improved customer experience on the go.

What are the ways to limit the cart abandonment rate?

Limiting the rate of cart abandonment is not an easy task. For that, we have to identify the pinpoint and fix it forever. Season by season cart abandonment rate is growing high and ever. A study from Australia says it has been crossed the 75% cap recently.

It is because the shopping experience that customers need keeps changing. Plus, as the number of online shopping choices increases, customer’s behavior will follow the change.  The search for better prices, better products, and better experience will drive the customers to other options leaving the cart abandonment.

However, there are a few things that we can fix to provide a better customer experience and thereby reduce cart abandonment rates by far.

Improve Customer Experience:

Customer experience can be enhanced by several means. Including the website design and the call to action, customer experience involves the end-to-end elements in an eCommerce shop. Simplifying the shopping and check-out process, hassles-free payment gateways, and personalized recommendations give customers a positive experience.

Above that, make sure your customer can find the right products and deals. Try to engage with them with new offers and products based on purchase history. As customers find the shops give value to them, the chance to retain them grows high.

Simplify the Checkout process:

Seemingly, checkout points are the most prone area where customers leave their cart and disappear. There are a lot of factors that make the checkout process complex. The number of questions and boxes to fill, device experience and compatibility, and the payment process.

Simplifying all of these related factors is the only solution to reduce the abandonment rate. Give an option to make a purchase as a guest and guide the customer at a steady pace to complete the adequate information with triggering navigation. Plus, give them the option to complete their profile for a better shopping experience.

Build trust-factors across the business:

Trust-factor is a crucial element in deciding customer decision making. Any shade of insecurity can change the purchase decision for the customer. Plus, it leads to decremental effects for the future business as well.

The matter of untrust can evolve from anywhere across the customer journey. The website’s unprofessional appearance, complex registration process, checkout process, outdated contact forms, untrusted payment gateways crease cart abandonment.

Hence it is essential to add trusted and professional services partners to build the trust factor. Also, the return policies and customer reviews matter for building trust across the customer groups.

Add time-driven popups and CTA.

There are a lot of dynamic experiences that online shops can incorporate to give a better customer experience. These experiential or motivating popups that trigger the customer to go back to the cart before leaving the website help reconsider the purchase.

Many eCommerce shops are already using this sort of technique in multiple ways. A personalized and specific message that reminds them back to the products they had a look at, plus the offers running on those sections, will bring them back to the cart.

This can be employed by analyzing time-driven data measures and marketing tools.

The simplified payment process with multiple options

A simplified payment process is a must-have for every eCommerce shop today. According to PayPal, 27% of customers leave the website if the payment process is too complicated or confusing. Hence, a simple yet trustable payment process helps encourage the customers to complete the purchase.

It is always better to minimalize the data required to make the purchase, such as name, email, phone number, and credit card details. However, today businesses have many options to simplify the payment process, such as PayPal, Stripe, and much more.

Also, providing multiple payment options is necessary to give a better shopping experience for the customers.  And never forget to offer the opportunity to save the details of the payment details from easing out the process for the next time.

Bottom Line:

The trend of abandoning the cart is going to be there for a long time. The only option that online shops have is to optimize the customers’ shopping experience more appealingly. As we have discussed, there are several reasons for the rise of the cart abandonment rate, yet there are solutions.

As always, the customer is the king, and we have to provide the best experience to complete the purchase. The better the customer experience is, the better would be the conversion rate.

Dealing with Shopping Cart Abandonment

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